The makers of Simba beer, Prabhtej Singh Bhatia and Ishwaraj Singh Bhatia, have ventured into the liquor space with the launch of ZigZag vodka.
Co-founder Ishwaraj Bhatia announces launch in 3 states
According to ET Retail, Ishwaraj Bhatia, co-founder of ZigZag, revealed that the brand has been launched in three states – Chattisgarh, Goa, and Delhi, with plans to expand to Karnataka and Assam in December and Maharashtra and Haryana next fiscal year.
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To begin with, the company has invested INR 45 lakh in setting up a carbonation plant in its Chattisgarh facility, which can produce 1 lakh cases per month. ZigZag vodka is available in four options – original, lime, orange, and green apple – in three sizes: 750ml, 375ml, and 180ml.
“It is the right time for us to enter the market as the vodka market in India is dominated by a few brands and consumers are looking for more options. In addition, India is a flavour-driven market, and next quarter, we will be launching ZigZag in two new flavours,” Bhatia said. “Apart from this, the newer brands that are coming up in the market have a regional focus and we plan to make it a national brand.”
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Simba Beer aims expansion across 17 states in 3 years
The company aims to have a presence across 17 states within three years. “In the next 3 years, we plan to have a presence with ZigZag across all 17 states we have a presence in. At present, we have no plans to launch it in the international markets,” Bhatia stated.
Simba, which produces 4.5 lakh cases monthly, clocks an EBITDA profitability of 25-30%. “Simba has been growing at a CAGR of 17 per cent year-on-year, and over the next five years, we eye a similar growth for ZigZag,” Bhatia asserted. “With the launch of Zigzag, we are expecting a definitive jump in revenue as liquors have better margins as compared to beer.”
